Amazon taps AI, ML to enhance online shopping

Imagine getting help for your Amazon shopping from a chatbot that’s trained on the e-tailer’s extensive product catalogue. Well, now you can, thanks to Rufus, a generative AI-powered shopping assistant that’s specifically built for Amazon customers. The conversational search capability, currently available in the US, works much like ChatGPT; the AI-enabled technology is capable of having text conversations with users, providing them with personalised information while maintaining context, so shoppers can ask follow-up questions.